Got Marketing?

Mia Fileman

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Marketing
Updated Biweekly

Most marketing has the shelf life of a trending sound. This is Got Marketing? where we unpack campaigns, marketing news, and what actually lasts.

4d ago

Marketing Without Reliance on Social Media with Ellen Hooper

Can you build a successful business without spending your life on social media? The answer is yes, but that doesn’t mean you get to opt out of marketing altogether. In this episode, I’m joined by Ellen Hooper, founder of Corporate Escapees Club, to talk about what marketing looks like when Instagram isn’t the centre of your business. We talk about why your business model should determine your marketing strategy, not whatever the algorithm is demanding this week. Ellen shares how she built a successful consulting business largely through referrals, relationships and strategic partnerships, including one particularly clever question: who is already getting enquiries for the work you do, but doesn’t want to do it themselves? We also cover direct outreach, networking, guest masterclasses, LinkedIn, and why keeping your existing network warm can be far more valuable than endlessly trying to grow an audience of strangers. If you’ve been looking for permission to spend less time making Reels, consider it granted. But there’s a catch. You still have to choose another way to be visible, build relationships and sell. Because “I don’t want to do social media” is a perfectly reasonable marketing decision. “I don’t want to do any marketing” is a business problem. Come say hi If social media has ever made you wonder whether running a business means signing up to become a full-time content creator, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village→ Get Mia’s Mini Campaign Planner References mentioned in this episode Episode 104: Marketing without Social Media with Lillie Brown Ellen Hooper’s website Corporate Escapees Club Ripple Festival Ellen’s Work Wife weekly email Pareto principle, also known as the 80/20 principle Ellen Hooper’s LinkedIn Ellen Hooper on Instagram This episode was produced by Laura McRae from Podcast Support Services
Sep 2

Mediocre Retail is Being Exposed with Andrea Andric

What if retail isn’t dying, but mediocre brands are? In the same month that legacy retailers are closing stores, digital-first luggage brand July is opening a 250-square-metre Melbourne flagship that looks more like a gallery than somewhere you’d go to buy a suitcase. So, I invited marketing consultant Andrea Andric back to the podcast to talk about it. We get into why heritage isn’t a strategy, why being known doesn’t guarantee you’ll stay relevant, and why brands that have spent years harvesting familiarity without investing back into their brand are now being exposed. We also tackle what Andrea calls the disappearing middle. People haven’t necessarily stopped spending, but they’re becoming much more particular about where their money goes. A $300 suitcase or $600 dress can still sell when customers see enough value in it. Mediocre is the bit that’s getting harder to justify. You’ll hear us talk about the difference between value and value for money, why brands need to know exactly who they’re for, and why trying to hold onto every customer can be a terrible strategy. And then there’s the big measurement question. If someone visits July’s beautiful store, fondles a suitcase, leaves and buys it online three weeks later, who gets the credit? Andrea and I talk about our obsession with attribution, the ROI of brand experiences that don’t fit neatly into a spreadsheet, and why experiential retail doesn’t require hand-poured terrazzo and a DJ. Sometimes it’s simply staff who know the product and give a sh!t. Ultimately, this episode is about doing fewer things better and building a brand people have a reason to choose. Come say hi If you’ve ever wondered whether customers have stopped spending or they’ve simply stopped spending with brands that give them no compelling reason to care, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village→ Get Mia’s Mini Campaign Planner References mentioned in this episode Andrea Andric’s website Andrea Andric on Instagram Andrea Andric on LinkedIn Andrea’s Substack, including her piece about “the middle” disappearing. The specific publication/contact details aren’t provided in the transcript, so these will need to be added. July July and its Melbourne flagship store Betts Link Craft Barbeques Galore Millers Katies Rivers Rockmans Wittner Country Road Seed Bonds R.M. Williams Mecca Merry People Kivari Chanel Sans Beast Strathberry Kookai Chapel Street Amazon Chatime Fayt The Label Byron Sharp and the concept of mental availability This episode was produced by Laura McRae from Podcast Support Services
Aug 26 · Bonus

Marketing Moment: Do you really need Substack? with Andrea Andric

Is Substack worth adding to your marketing mix? Or is it another shiny platform opening a new tab in your brain? In this Marketing Moment, I’m joined by Andrea Andric to talk about our experiences using Substack. We cover where it fits alongside email marketing and blogging, why the writing experience is so bloody good, and the limitations that keep me from seeing it as a replacement for a proper email marketing platform. We also get into the bigger strategic question. Do you need another channel? Because planting a flag on Pinterest, Substack, Instagram, LinkedIn and every other platform isn’t a marketing strategy. It’s a very efficient way to spread yourself thin. Andrea and I talk about getting more mileage from fewer, better pieces of content, why long-form content can become the starting point for everything else, and the underrated relief of deciding a platform simply isn’t for you. Come say hi If adding another marketing platform has ever made you feel like you’ve opened yet another tab in your brain, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Explore The Village→ Get Mia’s Mini Campaign Planner References mentioned in this episode Andrea Andric’s website Andrea Andric on Instagram Andrea Andric on LinkedIn Andrea’s Substack Got Marketing Substack Substack Kajabi Instagram Spotify LinkedIn Google and SEO LLMs and how they index online content Facebook Pinterest Pokémon Go This episode was produced by Laura McRae from Podcast Support Services
Aug 19

Behavioural Psychology Effects That Change How People Buy

Why do some marketing campaigns stick in your mind while others disappear the moment you scroll past? Most marketers spend their time asking what they should say. I think the better question is why do people notice, remember and act in the first place? In this episode, I talk about five behavioural psychology effects that quietly shape buying decisions every day. Not as marketing hacks or manipulation tactics, but as practical ways to understand how real people make choices. We'll look at why familiarity builds trust, why distinctive brands are easier to remember, why the cost of doing nothing is often more motivating than the promise of a better future, why concrete language beats vague marketing every time, and why the most trusted brands aren't afraid to admit when they've stuffed up. Along the way, I'll break down campaigns from Specsavers, Cadbury, WWF, Metro Trains and KFC to show these principles in action. If you've ever wondered why some campaigns become part of culture while others vanish without a trace, this episode will change the way you think about marketing. You'll walk away with a sharper understanding of human behaviour and practical ways to build campaigns that people notice, remember and choose. Come say hi If you've ever struggled to make your marketing memorable or wondered why your campaigns aren't cutting through, I want to hear about it. Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack→ Explore Marketing Circle→ Get Mia’s Mini Campaign Planner References mentioned in this episode How Brands Grow by Byron Sharp Specsavers "Should've Gone to Specsavers" Cadbury Gorilla campaign WWF #LastSelfie campaign Metro Trains Dumb Ways to Die KFC FCK campaign This episode was produced by Laura McRae from Podcast Support Services
Jul 29

Was the Bonds campaign really that controversial? (And four others worth watching)

I think marketing has entered a new era. Have you noticed? Five campaigns, five completely different industries. One pattern I couldn't ignore. In this episode, I look at campaigns from Franjos, Bonds, Reddit, Nescafé and Suncorp. On the surface they have very little in common. Different budgets, audiences and creative. But underneath, they're all built on the same strategic idea. The interesting part isn't the creative, it's the thinking underneath it. Every one of these campaigns starts from the same place. Not the product or purpose but a belief about the world that their audience already holds. Once you spot that pattern, it's very hard to unsee. And it might completely change where you start your next campaign. Come say hi If you've ever wondered whether you're chasing more simply because you think you should, I'd love to hear your thoughts.Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack→ Explore Marketing Circle→ Get Mia’s Mini Campaign Planner References mentioned in this episode Franjos "Lift Like a Mother" Bonds featuring Adam Hyde (Keli Holiday) Robert Irwin Bonds campaign Andrea Andric Got Marketing? episode with Andrea Andric Reddit "People Are the Best" Nescafé "Make Your World" Suncorp "A Tale of Two Queenslands" Søren Kierkegaard Off Campus Peking Duck Myer campaign with Peking Duck (2021) This episode was produced by Laura McRae from Podcast Support Services
Jul 15

What Hallmark understands about marketing that most brands don't

The brands winning aren't the ones chasing the next big thing; they’re the ones delivering the same emotional experience over and over again. Hallmark is one of the biggest entertainment brands in America, yet most marketers rarely talk about it. In this episode, I talk about how a greeting card company built a movie empire by understanding exactly what it sells and, more importantly, what it doesn't. I'll show you why demand isn't always your biggest marketing problem, why consistency often beats novelty, and what Hallmark gets right that so many brands get wrong. But this episode also became something more personal. After watching The Magic of Ordinary Days, a Hallmark movie, I found myself thinking about ambition, enoughness, and whether bigger always means better. I'll share why leaving a $100 million brand changed how I think about impact, success and the kind of business I'm trying to build. Come say hi If you've ever wondered whether you're chasing more simply because you think you should, I'd love to hear your thoughts.Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack→ Explore Marketing Circle→ Get Mia’s Mini Campaign Planner References mentioned in this episode Hallmark Channel The Magic of Ordinary Days Keri Russell The New Yorker interview discussing Hallmark's brand standards Reddit discussions about Hallmark movies Madonna reveals why she shut down her biopic with Universal Studios This episode was produced by Laura McRae from Podcast Support Services
Jul 1

What do I want to be when I grow up?

What happens when you're good at something you no longer want to spend all day doing? In this episode, I take you behind the scenes of a career crossroads I've been wrestling with since Ripple Festival wrapped up. After five years spent largely teaching marketing, I've realised I'm craving something different. I'm missing the part where you roll up your sleeves, solve real problems, and help turn an idea into something tangible. I'm sharing why I'm re-evaluating the role I want marketing to play in my life, the fears I have about stepping back into consulting, and what I'm learning about designing work around strengths instead of labels. We also talk about the uncomfortable reality of repositioning yourself when you're already known for something, why the online business world loves false binaries, and the lessons I've learned from running an agency, building a membership, and working with clients who need both strategy and education. If you're questioning your next chapter, feeling restless in your current season, or wondering whether it's time to evolve your business model, this one's for you. Come say hi If building a successful business has ever left you wondering, “is this still what I want?”, I want to hear about it.Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack→ Explore Marketing Circle→ Get Mia’s Mini Campaign Planner References mentioned in this episode Marketing Circle Ripple Festival Campaign Classroom Mingle Seasoning This episode was produced by Laura McRae from Podcast Support Services
Jun 17

Why safe marketing is killing your brand with Megan Winter

When did marketing become so safe, polished and painfully forgettable? In this episode, I chat with Megan Winter about our biggest takeaways from Cairns Crocodiles. It felt like a giant permission slip to stop making beige marketing. We talk about the speakers who stayed with us, why creativity has always been the best competitive advantage, and why the smartest marketers in the room were far more interested in strategy, instinct, and attention than in AI hacks or trending tactics. There’s also a thread running through the entire conference around podcasting, founder energy and why brands are moving beyond “always-on” content into campaigns that create moments. We also get into the tension between creativity and commercialisation. From Paula Bloodworth’s obsession with impatience and instinct, to Pinterest repositioning itself as the platform helping people get off the Internet and back into real life. Plus, the behind-the-scenes reality of attending a three-day conference while juggling kids, logistics and business ownership. Because the polished LinkedIn post rarely mentions the babysitter bill and the emotional gymnastics required to simply show up. If you’ve been feeling over the endless marketing tactics, burnt out by content churn, or wondering whether “safe” marketing is making your brand forgettable, this episode will give you plenty to think about. Especially if you’re building a founder-led brand and trying to balance creativity with commercial results. Come say hi Want to chat about any news stories mentioned in the episode?Find me on Instagram → @campaign_del_mar Extras → Get the backstage pass on Substack→ Explore Marketing Circle→ Get Mia’s Mini Campaign Planner References mentioned in this episode Cairns Crocodiles Amy Keen Paula Bloodworth John Evans’ podcast Uncensored CMO Pinterest Xanthe Wells Uber Eats Bonds – Robert Irwin Campaign Kim Anderson Marketing Circle Ripple Festival Tully Walter, Mike Wilson, Leigh Lavery and Kim Anderson Got Marketing? Episode with Kim Anderson Lume Marketing – Megan Winter’s business Work with Megan Winter Megan Winter on LinkedIn Taika Waititi How Brands Grow: What Marketers Don't Know This episode was produced by Laura McRae from Podcast Support Services

Most marketing has the shelf life of a trending sound. This is Got Marketing? where we unpack campaigns, marketing news, and what actually lasts.

Creator

Mia Fileman
Years Active

2021 - 2026
Episodes

136
Rating

Explicit
Copyright

© 2026 Mia Fileman
Show Website

Got Marketing?